Framing the Future: How Moxie Redefined EDM Visuals on YouTube
Since 2019, Moxie has quietly led a visual revolution in electronic music—transforming YouTube’s landscape with a distinct blend of cinematic worldbuilding, reactive lyric design, and narrative-driven animation. This is the story of how one creative studio reshaped the look of an entire genre.
MX Collective
5 Min Read
A Turning Point in Motion
In 2019, Moxie made a bold, calculated shift—from producing polished visuals for corporate clients to focusing exclusively on music. The move wasn’t impulsive; it was a natural evolution rooted in our growing passion for sound-driven storytelling. At the time, EDM visuals on YouTube were predictable—relying on static backgrounds, generic loops, and typography with little intention. We saw space to do more: to inject story, emotion, and cinematic weight into a format that had long been treated as disposable.
Royalty: The Video That Rewrote the Rules
Our vision crystalized with Egzod’s Royalty in early 2020. Rather than a lyric video, we built a full-scale 3D animated narrative, turning a song into a mythic, emotionally charged world. The result? Over 500 million views on YouTube, and an explosion of demand for visuals that didn’t just decorate a song—but deepened it. But Royalty was just the beginning. That same year, we released Let It Die with Rival (3.6M+ views), Live A Lie with Rival and Egzod (11M+), Slow Down with Chris Linton and Cadmium (3.4M+), and Don’t Surrender with Egzod and EMM (11M+). Each release pushed our style forward and proved that our formula—cinematic visuals fused with strategic pacing and emotional resonance—wasn’t just working, it was reshaping expectations.
Defining a New Visual Language
In the aftermath of Royalty, a new aesthetic emerged—one Moxie helped define. Reactive typography synced to dynamic camera moves. Complex, high-contrast lighting. Story moments structured to align with track pacing. We built not just a visual style but a production system that delivered speed without sacrificing vision. The formula caught fire. Today, many of the techniques and looks we pioneered in those early years have become standard across EDM visuals.
Trusted by Titans
That influence opened doors. Moxie began working closely with some of the most influential artists and labels in the scene—Alan Walker, Don Diablo, Seven Lions, Insomniac, NCS, Monstercat, and others—each collaboration pushing the boundaries of what music visuals could be. Whether we were designing full animated worlds, crafting show visuals, or building content pipelines, our goal remained the same: elevate the artist’s brand by creating an unforgettable visual identity tailored to their sound.
Measurable Impact, Lasting Influence
Since that pivot, our work has helped fuel over 13 billion YouTube views and grow our clients’ channels by more than 60 million subscribers. But the real legacy is harder to quantify: it’s in the dozens of lyric videos that now carry traces of our lighting styles, pacing structures, and worldbuilding cues. It’s in the feedback from artists who finally feel seen through the visuals they release. And it’s in the broader shift across the EDM space toward visuals as integral, not optional.
The Future We’re Building
The landscape is evolving again—fast. As short-form content dominates, AI tools disrupt pipelines, and artists seek smarter systems to support their growth, Moxie is already adapting. We're expanding our toolset, refining our workflow, and continuing to prioritize both visual quality and strategic performance. But our mission remains unchanged: to help artists not just be seen, but remembered. The last five years reshaped how EDM looks online. The next five will reshape how it’s built—and we’re leading that charge.